Online Reclaimed Furniture Store SEO: Marketplace Analysis

With reclaimed furniture gaining popularity for its sustainability and rustic look, top e-commerce sites in this niche are setting the bar high. But what makes these leading businesses stand out online?

We’ve looked into the SEO strategies of the top reclaimed furniture websites to uncover their secrets to success.

Discover their secrets in standing out in search engines and generating vast amounts of revenue. 

In this analysis, we will be using Barker and Stonehouse, Reclaim Nation, Furniture World, RCC Furniture and Modish Living to understand and uncover their SEO strategies.

Organic Traffic Analysis

The graph below displays the branded and non-branded traffic of the most popular reclaimed furniture online stores.

An e-commerce store should always target non-branded traffic as this is users who have no prior knowledge or understanding of their brand. 

As you can see from above, Modish Living has the largest amount of any of the reclaimed furniture brands mentioned. This is likely due to the vast amount of blogs they have on their website. These blogs will target top, middle and bottom of the funnel keywords. 

On the other hand, Reclaim Nation have the highest amount of branded traffic. We have taken a look at their website and they could benefit from posting regular SEO-led blogs to improve the number of non-branded keywords they rank for. In turn, this will most definitely positively impact revenue. 

The amount of branded traffic Barker and Stonehouse has shocked me. They are most likely one of the smaller brands in this analysis. They again should be focussing on improving their non-branded traffic with a full content strategy aimed to target new users. 

If you type into a search engine like Google, ‘reclaimed furniture’, Modish Living can be found on page two of the results. Considering this is a product collection they feature quite heavily on their homepage, failing to rank on page one for this like their competitors isn’t great for their non-branded traffic and limits their opportunities for sales. To improve this, I would look to create a new collection which houses all of their reclaimed furniture to increase the chances of ranking higher.

Number of Keywords 

We also took a look at the number of keywords each brand is ranking for organically in the image below.

It is quite surprising that Barker and Stonehouse are ranking for the most keywords out of all the businesses we are reviewing. They have nearly an even split in branded/non-branded traffic, so we thought the number of keywords they were ranking for would be lower. With this in mind, we believe that the majority of their keywords are ranking low in search results so most non-branded users do not make it to the website as they are ranking too low.

The brand with the fewest keywords is Reclaim Nation. Again, this stems from the lack of regular blogs being published on the website. However, it does suggest they have a strong brand reputation and users seem to visit the website multiple times.

Organic Visibility

To compare the online reclaimed furniture stores’ keyword rankings, the bar chart below helps you understand where they place in search results.

As you can see, Barker and Stonehouse have the majority of their keywords ranking between position 51-100. The likelihood of a user scrolling this far in search results is low. To improve this, we would want to focus on these keywords and optimise them to rank higher in search results. This also ties in with the equal amount of branded and non-branded traffic.

Reclaim Nation have very few keywords. From the small bar graph, we can see that the majority of their keywords are ranking past page five in search results. With this in mind, failing to target the keywords competitors are ranking for creates a huge gap in SEO performance. 

None of the brands above has a large number of keywords in positions 1-3. This is a flaw in all of their marketing strategies, and they should be working on improving low-hanging fruit keywords to increase organic traffic and increase ranking in search results. This is something we can help with!

Backlink Analysis

The below graph displays the number of referring domains each brand has pointing to their website.

From the above, we can certainly say that Barker and Stonehouse are actively participating in a link-building campaign. They have backlinks from major news outlets like ‘Daily Mail’ and large home design websites such as ‘Country Living’. This will rocket their referral traffic value as they are both well-known websites.

However, they have 169,000 backlinks from only 11,600 domains. This can be seen by search engines as spammy as some websites are linking multiple times to Barker and Stonehouse. We have also seen that some of their backlinks have been lost in recent months. It would be good if they could recover these.

On the other hand, RCC Furniture has only a total of 150 backlinks from 64 referring domains. From our research, it doesn’t look as though RCC Furniture is engaging in any kind of link-building strategy on blogger websites. The majority of their backlinks are from forums or spammy websites. 

In addition to this, we would advise Furniture World to review their referring domains. They have a large number of low relevancy backlinks which will not improve their SEO performance. 

Backlink Domain Authority

The below graph displays the breakdown of referring domains pointing to each brand along with their domain authority.

The split between backlink performance and website placement for each brand is clear to see. 

Modish Living and Reclaim Nation have a very high number of referring domains with an authority score of 0-20. These domains will pose little change in their SEO rankings and can direct spammy irrelevant traffic to their website. Again, we would suggest refining their backlinks and removing ones with any irrelevant anchor text.

The majority of referring domains pointing to Furniture World have an authority score of 21-40. These links are easy to obtain as most of the blogger websites we target fall into this category. 

Barker and Stonehouse have the best performance in authority scores from backlinks. They have links from websites with authority scores of 81-100. This is incredibly impressive and some of these look to be completely natural. 

Backlinks Over the Past Year

The graph below displays how the websites in this analysis have gained or lost backlinks over the past 12 months.

As you can see, Furniture World looks to have engaged in a successful link-building strategy to increase their number of backlinks by around 300,000 over the past 12 months. This does not look to be a natural link profile. However, they have improved their ranking for certain commercial-intent keywords drastically, which would improve their links as they are more visible on search engine results pages.

To compete, we would suggest that Reclaim Nation, RCC Furniture and Modish Living implement a successful link-building strategy on blogger websites using specific anchor text describing their products.

Domain Authority

The below graphic displays the domain authority of each of the websites we are analysing.

Domain authority is calculated using several metrics, such as:

• Link power
• Organic traffic
• Spam factors

These metrics are taken into consideration to evaluate overall SEO performance.

It is no surprise that Barker and Stonehouse have the highest domain authority as they seem to be engaging in various SEO-led tasks to improve their search engine rankings. 

However, Reclaim Nation can improve its domain authority by implementing actionables like a link-building strategy, content plan and on-page changes to boost user experience.

The other brands are all on a similar level in terms of domain authority.

Analysis Round-Up

To sum up our findings, we can confidently say that Barker and Stonehouse are engaging themselves in the most SEO activity. This is based on their backlink analysis and the amount of organic traffic. They have optimised their website for high and niche volume keywords, as well as implemented a well-thought-out content strategy targeting all aspects of the funnel. 

On the other hand, we would advise RCC Furniture and Reclaim Nation to seek further help to develop their SEO strategy. There are incredible opportunities for both brands to increase their organic traffic and revenue.